Experts say that the major search engines frequently change and refine the way they structure search results, causing ongoing challenges for search engine optimization (SEO) professionals.
Aaron Wall, writing at SEO Book, says that Google tends not to work well with affiliate-based business models, instead viewing itself as the affiliate. Wall asserts that the company prides itself on delivering valuable information to the searcher and is less interested in providing an easy framework for advertisers – within the confines of natural search results, obviously.
Others have criticized Google for what they see as the draconian way in which the company regulates its Adwords service, which is critical to successful search engine optimization (SEO). Jay Weintraub writes that Google’s peremptory lifetime bans for any company that even appears to be gaming the system in any way – for example, by relaunching content under different domain names – are excessive and characterizes them as "identity fraud."
However, many online advertisers and search engine optimization (SEO) professionals assert that Google’s services are a godsend. Darren Dahl, writing for the New York Times, says that use of Adwords can make for a successful marketing campaign that costs far less than other online options.
